Artists aren’t the only ones who get to be creative. Sharing stories in your content is one way to show off your OWN creativity!
Much of creativity is “thinking outside the box.” Sometimes we just have to move the box around a little!
I’ve always admired artists. Early in my life, I realized that creativity is something that should be highly treasured, but eventually I learned it’s not just artists who possess it. ALL of us have a creative spark, even if we express it differently.
It was around 2010 that I started noticing creativity was growing in importance in the business world: content marketing, brands that tell stories, innovative ways to engage with customers online.
As a former journalist, I think it’s GREAT that companies now recognize the importance of using quality content on their websites.
‘Breaking Through the Clutter’
One of my favorite websites related to content marketing (founded in 2011 by Joe Pulizzi – an author, speaker, and strategist for content creators) is Content Marketing Institute (CMI).
In Content Marketing Writing Secrets: Better, Stronger, Faster(an eBook from CMI), there’s a great phrase that summarizes one of the core principles behind content marketing: “Content that’s easy to read won’t frustrate your audience.” It goes on to say that good content marketing helps you “smooth the friction from the reading process – so readers keep gliding along with you.”
Two of the most important ways for businesses to market themselves is through content marketing and storytelling.
In his book, Epic Content Marketing, Pulizzi reminds us that change in the digital landscape is inevitable. “It’s easy to be seduced by the new,” he writes. But he adds: “As smart content marketers, we need to keep in mind that channels come and go, but good stories (and storytelling) last forever.”
A second edition of this book appeared in February 2023 – over 9 years after the first edition was published in September 2013. Because SO MUCH has changed in the marketplace over the past decade, Pulizzi and co-author Brian Piper did a total revamp of this book!
The Changing Face of Social Media
One challenge businesses have is staying on top of new social media outlets and platforms. In 2011, for example, I’d never even heard of Pinterest. But in 2012, I began hearing it was the #1 site some businesses were using to market themselves.
The digital world has changed DRAMATICALLY over the past decade. Twitter is a good example. I entered the world of Twitter when I created an account on that platform in March 2009. (I still have that account, although I’ve tweaked it a little since then.)
As of July 2023, Twitter is now called X.
Storytelling Helps ‘Connect the Dots’
Integration is a key part of successful marketing through social media. Shifting back and forth between different mediums like print, audio, social media, and blogs is easier when our message is consistent. PR (public relations) almost takes care of itself when we’re consistent and continue putting out new information.
More info = More customers in the “sales pipeline” = Increased content shares through social media. And with a constant stream of fresh content, our websites get better traction on search engines.
THIS IS WHY STORYTELLING IS SO POWERFUL.
Everyone (including each business) has their own story, unique and interesting. Your story is easy to write because you know it so well. And since people love listening to a good story, it’s easy to grab and hold their attention when they visit your website, listen to your podcasts, or watch your videos.
When the message (story) they hear is the same each time (thanks to your consistency), you’ll soon discover sales becoming easier.
In fact, don’t be surprised when those visitors start contacting YOU, instead of the other way around!
